Colors and cultures: Exploring the effects of mall décor on consumer perceptions

A field study (n = 587) explores the effects of warm versus cool color mall décors on shopper perceptions by subculture. French-Canadians had higher perceptions of product quality when the mall exhibited a warm color décor. In contrast, Anglo-Canadians had higher perceptions of product quality when the mall exhibited a cool color décor. The analysis indicates that the perceptual enhancements were mediated largely by cognitive rather than affective mechanisms.